题名

平台品質、網站知名度與網路口碑對品牌評價之影響－以網路團購為例

并列篇名

The Effects of Platform Quality, Website Awareness, and Electronic Word-of-Mouth on Brand Evaluation-A Case of Online Group-Buying

作者

陳欽雨(Chin-Yeu Chen)；王國光(Kuo-Kuang Wang)；張書豪(Shu-Hao Chang)

关键词

平台品質 ； 網站知名度 ； 網路口碑 ； 品牌評價 ； 網路團購 ； platform quality ； website awareness ； electronic word-of-mouth ； brand evaluation ； online group-buying

期刊名称

Electronic Commerce Studies

卷期/出版年月

11卷1期（2013 / 03 / 31）

页次

53 - 78

内容语文

繁體中文
中文摘要

隨著網際網路的發展，消費者的購物習慣逐漸轉換到網路購物，而網路團購是近年來流行的購物方式。本研究檢測消費者在網路團購時，網站平台品質、網站知名度與網路口碑對品牌評價之影響力，經由606個消費者進行驗證得知平台品質與網路口碑對品牌評價有顯著正向影響，其次平台品質會透過網路口碑影響品牌評價。此外，網站知名度會干擾平台品質對品牌評價的影響效果。研究顯示在網路團購中透過平台品質的提昇、網站知名度與網路口碑的建立，以引導品牌評價有其必要性。本研究試圖發掘在網路團購中品牌評價之影響因素，以提供實務上之建議。
英文摘要

With the development of the internet, the shopping habits of consumers converted to online shopping, and online group-buying becomes a popular way to shop in recent year. The research studies the influence of website platform quality, website awareness, and electronic word-of-mouth on brand evaluation when consumers join online group-buying. This study investigates 606 consumers to test our model. The results indicate that platform quality and electronic word-of-mouth have a significantly positive effect on brand evaluation, and platform quality affect brand evaluation via electronic word-of-mouth. Besides, website awareness has moderating effect on the relationship between platform quality and brand evaluation. The study shows that it's necessary to enhance platform quality, and build website awareness and electronic word-of-mouth to bring brand evaluation in online group-buying. This study attempts to find out the influence factors on brand evaluation in online group-buying to provide some practical suggestions to make effective strategies.
主题分类 基礎與應用科學 > 資訊科學
社會科學 > 經濟學
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被引用次数
  1. 黃廼珍,林素綉,王瑞琪(2021)。行銷通路服務與品牌評價對國外團體旅遊購買意願之影響。休閒產業管理學刊，14(1)，1-24。
  2. 簡德金、高雅琪、王乃俊(2016)。網路購物平台之選擇決策。Electronic Commerce Studies，14(1)，83-105。
  3. 廖瑩、張玲星、吳盛(2017)。消費者線上團購意圖的剖析。Electronic Commerce Studies，15(1)，47-82。
  4. 羅居鎮,廖紫柔,張務華(2020)。網站知名度與網站忠誠度之相關分析－以科技接受模式為中介變數。管理資訊計算，9(1)，15-26。
  5. 彭朝民(2022)。社群媒體行銷策略對旅客報名成效影響之研究－以旅遊業為例。國立金門大學學報，11(1)，17-42。
  6. 蘇培豪、陳欽雨、呂博裕(2016)。O2O商務模式下社群媒體行銷對消費者社群認知及行為意圖之影響。行銷評論，13(1)，1-35。
  7. 蕭雅玲、陳欽雨、張書豪(2014)。網路團購加值服務對顧客滿意度及網路口碑之影響—以消費者知覺公平為調節變項。Electronic Commerce Studies，12(2)，169-200。
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